In 2021, the European smartphone market regained some of the traction it lost in 2020 due to the COVID pandemic. It grew 8%, although it hasn’t fully recovered to pre-pandemic levels. Annual sales in 2020 dropped by 14%, so even though Europe is on its way to recovery, it’s not entirely there yet.
Samsung, in the meantime, maintained a 32% smartphone market share in Europe in 2021 and retained its spot in the lead. Because the segment, as a whole, grew year-on-year, Samsung also enjoyed a 6% growth in 2021.
Meanwhile, Apple improved its YoY market share in Europe from 22% to 26% over the course of last year, and in the process, it recorded a 25% Year-on-Year growth. Similarly, Xiaomi increased its market share in the region from 14% to 20% in 2021 and was the third-largest smartphone OEM.
The market’s top-tree OEMs have all led at some point in 2021
2021 was an unusual year for the smartphone market in Europe, as each of the top-tree OEMs was in the lead at some point. Apple was the top OEM at the beginning of 2021, but Samsung overtook the iPhone company a month later.
Then, Xiaomi briefly took the lead in June. However, its success was largely made possible by Samsung’s production issues that were caused by the COVID-19 pandemic. Once those issues were dealt with, it didn’t take long for Samsung to recover, and one month later, in July, it took the lead back from Xiaomi across the European continent.
Apple then overtook Samsung in November and December, but by the end of the year, Samsung remained the leading smartphone manufacturer in Europe.
Samsung has reportedly recovered in July 2021 thanks to strong Galaxy A series sales. In addition, the company extended its lead with the release of the Galaxy Z Fold 3 and Galaxy Z Flip 3.
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